Fred Jacobs: Where’s The 22-Year-Old Strategy?
May 28, 2014 at 5:54 AM (PT)
On his company's most recent blog, JACOBS MEDIA Pres. FRED JACOBS writes, "There’s nothing more disconcerting than being a leader and then having to go through the anguish of being deposed -- especially at the hands of a younger, less experienced upstart. But if you’re a Baby Boomer, that’s what’s happening right now -- for the first time in your life. That’s because for going on six decades, Boomers have run the show, called the shots, been in the majority, garnered most of the attention, and dominated the spotlight.
"Until now. New U.S. Census Bureau information reveals that the biggest one-year group as of 2013 is now 22 year-olds. Technically, that age group sits right on the cusp between Generation Z (born in 1993 or later) and Millennials. And now there’s more of them than are of us.
"Back in the ‘80s, BILL MOYES (the guy who launched THE RESEARCH GROUP) invented a radio concept called Format 41, and a big part of that calculus was appealing to women who were right at that target rich age and psychographic. Of course, it made sense because everything MOYES did was strategic and geared toward appealing to the most potential listeners.
"So today, wouldn’t that be the creation of a Format 22 -- a media package that understood the mindset of that pivotal 'tweener' group -- between adolescence and adulthood? CEOs talk a lot about scalability – finding solutions and strategies that are most efficient and that will return the biggest share for the best buck. And repeat. If that’s the case, where’s the 22-year-old strategy?"